Tip Top recognised that for its ambitious growth plans to be successful, it had to confirm Australia’s willingness for new stories from familiar brands. With limited ability to explore ideas thoroughly, Tip Top needed a way to enrich their data stores not only around current consumer behaviours, but also attitudes, emotions and intent toward potential repositioning and new product launches.
In one example, Tip Top needed to reinvigorate ‘Golden’, a 50 year old distinctive brand that had foregone marketing efforts for the past decade. Unsure how any changes to branding or tone would affect the market, Tip Top engaged its online community to develop a campaign that target consumers found engaging and consistent with Golden brand equity. After working with the community to optimise the campaign, “Unleash the Golden Crumpet” became one of the most successful TV commercials Tip Top has ever had, delivering $3.6 million in incremental unit sales.